What do you do, when you have over 200 related products to be branded? All of them have to be recognised independent of each other. 5 of the 200 are very popular and are leading products in the market. The corporate brand has not gained much importance as of now and that has to be [...]
A philosophy that sounds so simple and yet tough to follow. Love and respect. This book is all about a revolutionary way to move businesses. It completely attacks the conventional mannerisms of business-houses. “Brands are running out of juice.” They are everywhere and are cluttered. All advertising agencies are trying to break this clutter by [...]
The toughest subject that I have studied till date is consumer behavior. The subject holds prime importance in my career and I am still stumped. One particular lecture that keeps coming back to me is “women as consumers.” Apparently women as consumers have a very low decision making capability and I didn’t quite agree with [...]
One of my most interesting clients is surprisingly a cement company. A quick research around the market points to very few cement companies engaging in advertising. Those who do, have the typical ad with an emotional appeal. A house warming ceremony – happy family – blah – and more blah. So here’s this cement client [...]
After sitting through a very interesting lecture on Innovation and strategy during the MBA days, I was asked to write a paper on “Innovate to Integrate” for Business India. The following 15 days were filled with a lot of brainstorming sessions, deriving models and formulating solutions for various questions posed by the power of innovation. [...]
Recent research states that the Indian consumer believes in recommendations by personal acquaintances rather than the million other ads he comes across every day. Apparently, personal recommendations and editorial content play a major role in the decision making process. So say the Nielsen biggies themselves. This gives a clearer perspective on defining the audience. Currently, [...]
I see them everywhere. This takes me back to the Hutch turned Vodafone time. Overnight transformation. TATA Docomo is surely doing all that they can to break the clutter in the GSM market. Apparently, this Joint Venture between TATA and Japanese telecom major DOCOMO plan a phased roll out that will be complete by October [...]
Recently I wrote a paper for Asia Brand Summit that won the research award. Here is an abstract of the paper. A brand is a product that provides functional benefits plus added value that some customers value enough to buy. Ensuring brand clarity and consistency in today’s multi channel world is not only a priority [...]
Is a guest blogger at
Abhinaya is the author of Brand Touchpoints where she documents her observations and analyses of different brands she comes across. Her passion for brands extend to her professional life where she works in the advertising industry. She currently lives in Mumbai, India.
You can get in touch with her at abhinaya(dot)ch(at)gmail(dot)com if you would like her to review a brand, author a guest post or have something interesting to say!
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